Key benefits:

Buying Direct is 37% more expensive, and 24% more prone to fraud than Reseller

The value in Resellers is widely dispersed, not all Resellers are the same

The unknown long tail still provides value for advertisers

"Blunt implementation of ads.txt on the buy side could damage advertiser campaigns unnecessarily. Advertisers need to be asking their agencies and tech providers for a deeper understanding of the inventory they are buying to ensure the right strategies are in place for each inventory type."